Operator Connect
As a part of a three-person design team, I contributed to the development of Operator Connect, a solution that enables businesses to make calls to landlines and mobiles directly from Microsoft Teams using their existing phone service.
Our primary focus was on designing a self-service portal that simplifies the user journey, enhances the user experience, and facilitates the purchase and management of phone numbers and conferencing services.
Team
2 Product Designers, 1 Service Designer, 1 Project Manager, 4+ engineers
Role
Responsible for research, conceptualisation, visual design, user testing and delivery of features
Duration
Aug 2021 - Apr 2022
Problem
Previously, users had to fill out a lengthy inquiry form to receive a pricing quote for Operator Connect, resulting in significant delays and uncertainty. This manual process often took up to 2-3 months and required extensive follow-up, leading to frustration and potential loss of interest.
Complexity and Length: Users found the process cumbersome, which discouraged engagement.
Lack of Instant Feedback: The absence of immediate pricing information led to drop-offs, with potential customers comparing other providers without sufficient context.
Project Objectives:
Design a Self-Service Portal: Create a streamlined journey that allows users to learn about Operator Connect, check prices, and complete purchases quickly and efficiently.
Enhance User Experience: Reduce the time taken to go from inquiry to purchase while providing clear and accurate information.
KPIs:
Decrease the time to complete the purchasing journey from inquiry to contract signing.
Increase user engagement and conversion rates through the self-service portal.
Research Process
Stakeholder Meetings: Conducted initial discussions to gather insights from the product team and obtain their buy-in.
Discovery Research: Engaged in interviews, market research, and usability testing to uncover user needs and pain points.
Mapping the End-to-End Journey: Created high-level journey maps to visualize user interactions and identify key moments of decision-making.
Insights Gained
User Needs: Through persona interviews with IT staff and managers, we identified that users valued clarity and speed in the purchasing process.
Market Observation: Conducted contextual inquiries to observe user behaviour in real-world scenarios, uncovering common frustrations and decision-making patterns.
Final Solution: Self-Service Portal
Key Features:
Instant Pricing Estimates: Users can input their details and receive real-time cost estimates, eliminating uncertainty.
Streamlined Journey: The portal guides users from learning about the service to completing their purchase in a few simple steps, resembling an e-commerce experience.
Addressing pain points:
Problem: Complexity of the inquiry process
Solution: Redesigned the journey to be more intuitive, reducing steps and cognitive load.
Problem: Delays in receiving quotes
Solution: Implemented real-time pricing estimates based on user inputs.
Problem: Lack of trust in the service
Solution: Enhanced brand image through user testimonials and a transparent approach to pricing.
User Journey Mapping
The revised user journey now flows from:
Homepage: Users learn about Operator Connect and its benefits.
Price Check: Instant access to pricing estimates.
Fill Out Details: A straightforward form to gather necessary information.
Order Confirmation: Quick order placement, leading to contract finalization.
This project is covered by an NDA, so only a high-level overview has been provided. For more detailed information, please reach out.
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